Customer Analytics Pay Off: Driving Top-Line Growth by Bringing Science to the Art of Marketing

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IBM case study

Company: IBM

Published: 11 April 2014

Business Area: Analytics & Data

Format: Portable Document Format (.pdf)



Today, most businesses understand the value of collecting customer-related data. However, many struggle with the challenges of leveraging the insights from this data to create smart, relevant and proactive pathways back to the customer. They are unsure how to effectively use their customer data to make decisions that turn insights into sales growth.

In this IBM Institute for Business Value perspective, we combine expertise gained through years of experience with quantified research and case studies to provide out point of view on some of the most effective customer analytics strategies. organizations can deploy these strategies as a competetive differentiator and as an engine for sale growth.